Create More Compelling Content - WFG Refresh · 2018-02-14 · John L. Scott Real Estate...
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Create More Compelling Content Jason Sheffield Vice President of Content Strategy BombBomb
Transcript of Create More Compelling Content - WFG Refresh · 2018-02-14 · John L. Scott Real Estate...
Create More Compelling Content
Jason Sheffield
Vice President of Content Strategy
BombBomb
Creating and
Distributing
Phenomenal Content
Storytelling
Storytelling
Three questions to ask about your story
[?]*
*seth godin – All marketers are liars
Which WORLDVIEW are you addressing?
The story you tell must match that of the
worldview of your audience. If you don’t
get noticed, you’re invisible
What about the STORY is worth noticing?
Tell a story your audience cares about
How will YOU live the story?
Be authentic.
WhatWritten words
Images (photos, graphics, etc)
Videos
WhereSocial media channels
Your website and/or blog
Your emails
WhySave money More and warmer leads
Save time Assets for prospects & clients
Build expertise Process makes you better
4 Storylines
Local appeal
Customer first
Point of view
3 part formula
Local appeal
Zillow, Realtor.com, Trulia, Homes
Vs
YOU
Local appeal
Local appeal
“My community video gives me
the best return on investment.”
Paul BalzottiJohn L. Scott Real Estate
Bellingham, WA
Local appeal
Local appeal
Kendyl YoungDIGGS
Glendale, CA
Local appeal
Local appeal
AssetsList of areas
A video featuring the area
A dozen photos of the area
Write ups - elevator pitch and a couple paragraphs
Local appeal
RepurposingWrite ups to blog posts, emails, social posts
Video to YouTube, social channels, emails
Photos to Instagram, social channels, blog posts
Local Appeal - Easy WinsMake “Top 5” or “Top 10” lists
Engage people in social media and email
Highlight or interview local businesses
Customer first
Customer first
Kelly LeClairHOM Sotheby’s Internatinal Realty
San Clemente, CA
“Teach me something I don’t know.
Look out for my best interest.
Provide me value
while expecting nothing in return.”
Justin TuckerChief Marketing Officer
West, a WFG Company
Customer first
Easy Wins – Customer First
List frequently asked questions
Organize them by audience/segment
Answer them in your preferred medium
Point of view
“The best type of content is
content that has an opinion.
I am a big believer of leaning into
who you are …”
Katie LanceCEO, Katie Lance Consulting
Point of view
“We’re infusing a lot of personality.
How we really speak to friends and family
is showing up more …
it makes it far more engaging.”
Teri ConradFounder, Agent Quest
Consultant, Royal LePage Wolstencroft
Point of view
Easy Wins – Point of View
Build from facts, but have an opinion
Don’t look sideways
3 Keys
Purpose
Grit
Consistency
Purpose
To DoCreate a purpose or mission statement
Michael ThorneTMB Real Estate Group
Fort Langley, BC
Purpose
“We believe that
community
is where the long-
term continual win is.”
Grit
I am not …
a writer
a photographer
a video person
GritI am not …
a writer
a photographer
a video person
YET
Grit
To DoPassion and perseverance beat “talent”
Find an accountability or content partner
1>0
Consistency
Consistency
To Do“Pick a day … and stick to it.”
“It’s a flywheel in either direction.”
4 Storylines for
More Compelling Content
Local appeal Point of view
Customer first 3 part formula
“Noise” isn’t the problem …
sameness is.
Closing Tips
Live your story. Be authentic.
Closing Tips
CompellingBonus.com
Create More Compelling Content
Jason Sheffield
Vice President of Content Strategy
BombBomb
